Restrained By Resources: the Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (Ses) on Consumer Preference For Feasibility
Four studies provide converging evidence for the joint effect of scarcity cues and childhood socioeconomic status (SES) on consumers’ preferences for high feasibility products, such that low-childhood-SES consumers who were reminded of resource scarcity seek more feasibility in product choices than do consumers in other conditions.
Lili Wang, Yanfen You, and Chun-Ming Yang (2018) ,"Restrained By Resources: the Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (Ses) on Consumer Preference For Feasibility", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 841-841.
Lili Wang, Zhejiang University
Yanfen You, New Mexico State University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan
NA - Advances in Consumer Research Volume 46 | 2018
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